The diploma thesis deals with the sponsorship strategy of the company adidas from local as well as global perspective. The aim of this thesis is to evaluate the sponsorship strategy of the company adidas and suggest possible changes and suitable measures how to make the sponsorship strategy of the company adidas ČR s.r.o more profitable and effective. The work is divided into four chapters. The first part of the thesis is devoted to the theoretical definition of sponsorship and its goals, advantages, forms and types. Second chapter introduces the company adidas AG. The another part of the work is focused on the sponsorship strategy of the company adidas AG and adidas ČR s.r.o. The work analyzes the sponzored portfolio of sport teams, individuals and events. The last part of the thesis verifies discovered results via questionnaire survey. Based on these outcomes recommendations and changes are suggested to the sponsorship strategy of the company adidas ČR s.r.o.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:165305 |
| Date | January 2011 |
| Creators | Laštovičková, Zdeňka |
| Contributors | Král, Petr, Richter, Stanislav |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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